EXPRESS: 3D Printing-as-a-Service: an Economic Analysis of Pricing and Co-creation

IF 4.8 3区 管理学 Q1 ENGINEERING, MANUFACTURING
Tarun Jain, J. Hazra, Ram Gopal
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引用次数: 0

Abstract

3D printing technology has opened up possibilities of product design collaborations between device providers and customers. To enable an environment of co-creation, device providers are now renting 3D printers via the 3D-as-a-Service (3DaaS) model. Although prior research has examined pricing and quality issues in the traditional manufacturing setup, these studies have not analyzed such decisions in the 3D printing supply chain setting, where end users possess the ability to customize product designs. Therefore, several important questions remain unanswered from the perspective of the 3D printing device provider. For example, what is the appropriate pricing model for providing 3DaaS? How do factors like the extent of design customization and the complexity influence the pricing strategy of the 3DaaS firm? Our analysis shows that if the customers’ impact on the product quality is relatively high or low, the pay-per-build pricing model generates a higher profit than the fixed-fee pricing model. Interestingly, we also find that if customers frequently print highly intricate product designs, the firm might choose the pay-per-build pricing model, only if the likelihood of design failure for these complex structures is low. Otherwise, the firm might opt for a fixed-fee pricing model.
快讯:3D 打印即服务:定价与共同创造的经济分析
三维打印技术为设备提供商和客户之间的产品设计合作提供了可能性。为了营造共同创造的环境,设备提供商目前正通过三维即服务(3DaaS)模式租用三维打印机。虽然之前的研究已经考察了传统制造设置中的定价和质量问题,但这些研究还没有分析过 3D 打印供应链环境中的此类决策,因为最终用户拥有定制产品设计的能力。因此,从 3D 打印设备提供商的角度来看,有几个重要问题仍未得到解答。例如,提供 3DaaS 的合适定价模式是什么?设计定制化程度和复杂性等因素如何影响 3DaaS 公司的定价策略?我们的分析表明,如果客户对产品质量的影响相对较高或较低,按制造付费定价模式比固定收费定价模式产生的利润更高。有趣的是,我们还发现,如果客户经常打印高度复杂的产品设计,公司可能会选择按构建付费的定价模式,但前提是这些复杂结构设计失败的可能性较低。否则,企业可能会选择固定收费定价模式。
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来源期刊
Production and Operations Management
Production and Operations Management 管理科学-工程:制造
CiteScore
7.50
自引率
16.00%
发文量
278
审稿时长
24 months
期刊介绍: The mission of Production and Operations Management is to serve as the flagship research journal in operations management in manufacturing and services. The journal publishes scientific research into the problems, interest, and concerns of managers who manage product and process design, operations, and supply chains. It covers all topics in product and process design, operations, and supply chain management and welcomes papers using any research paradigm.
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